Why did KPWKM PSAs promote outdated gender stereotypes?

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KPWKM PSAs Promoted Outdated Gender Stereotypes Despite Apology

Recent Public Service Announcements (PSAs) released by Malaysia's Ministry of Women, Family and Community Development (KPWKM) under the #WanitaCegahCOVID19 campaign have been criticised for promoting outdated gender stereotypes. One PSA advised women against wearing "house clothes" while working from home (WFH), instead encouraging them to wear make-up. Another suggested that women should not rebuke a spouse who is not financially contributing, implying acceptance of poor behaviour. A third PSA advised women to communicate in a high-pitched tone with giggles, likened to the cartoon character Doraemon.
KPWKM's PSAs Contradicted Women's Value Beyond Domestic Roles

The PSAs issued by KPWKM have been seen as reducing women's roles to that of subservient homemakers, which contradicts the notion that a woman's value extends beyond servitude and superficialities. The announcements suggested that aesthetics are more important than substance for women working from home and that women should tolerate non-contributory spouses. This approach was met with significant criticism, particularly for a country aspiring to developed nation status.
Emphasis on Superficialities and Stifled Natural Communication

One PSA specifically encouraged women to communicate in a high-pitched tone with simpering giggles, akin to the character Doraemon. This advice was criticised for suppressing natural communication and wit, which hinders personal growth and development. The article suggests that such advice is unbecoming of a ministry that purports to champion and support women.
Ministry Urged to Focus on More Pressing Issues

Instead of issuing such PSAs, the Ministry of Women, Family and Community Development was urged to focus on more critical issues arising from the movement control order (MCO). These include assisting families impoverished by the MCO, defending victims of domestic abuse, and supporting women separated from their families while serving the country. The article highlights that women in Malaysia, particularly in male-dominated fields, regularly face harassment, discrimination, and bullying, issues that require more attention and professional regulation.

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Why did KPWKM PSAs promote outdated gender stereotypes?

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